SEO: Avoiding A Lonely Death On The 37th Page Of Google Search Results

Corporate communicators and nonprofit and agency execs are quick to talk about how to get the most out of digital channels, be they blogs, social networks or video-sharing platforms, but many still flounder when it comes to the crux of what makes these vehicles effective in the first place: search engine optimization (SEO). After all, it doesn't matter how catchy your press release is or how well designed your corporate Web site happens to be if it doesn't pop up on the first page of search results. "Think of [the Internet] as a sea where everyone is sending up smoke signals to find each other," says Amy Dean, president of Dean Public Relations. "Search engine optimization is that smoke signal. It's not the great equalizer--it's the great integrator.

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